Hacking the Customer Experience

#growthhackme
Hacking the Customer
Experience: Essentials for
Marketing Success
October 21st, 2014
PRESENTED BY:

INTROS
Jerrod Bailey, Partner and SVP at Tallwave
Jerrod has spent the last 15 years in technology companies focused on B2B markets in
Business Development, Product and Marketing capacities. Tallwave is a venture
development and venture capital firm based in Scottsdale, AZ focused on growing
companies from Idea stage through Commercial Sustainability. Over the last 4 years at
Tallwave, Jerrod has helped develop over 50 companies.
Anna Hrach, Content Strategy Manager at ethology
As the content strategy manager for ethology, a Scottsdale-based digital marketing
agency, Anna Hrach spends her days developing smart strategies, crafting engaging
content and working with a team of interactive experts to produce the best digital
experiences possible.
Chelsea Winkel, Design Strategist at Tallwave 29th Drive
Chelsea is a problem solver with a decade of experience designing things for people that
are easy to understand, use and adapt to. She specializes in taking the extremely vague or
complex and making it strikingly simple. Part designer, part scientist and part entrepreneur
she helps Fortune 500 companies and startups tell the stories they want to tell.
#growthhackme

#growthhackme
TOPICS
1. Getting – Into the mindset of your customers
(Methods for Agile Customer Empathy)
2. Creating – Content that resonates with your audience
(Keys to Content Marketing Success)
3. Initiating – The relationship
(Beyond Social Selling: Growthhacker Methods for Filling
Sales Funnels)

chelsea@29thdrive.com | @hirechelsea | #growthhackme
1.
Methods for
Agile Customer Empathy
Getting – Into the mindset of your prospects
and customers

Empathy vs. Sympathy

Image found through online search of Empathy Belly

Why Does Building
Empathy Matter?

Why Building Empathy Matters?
1. Innovation starts with empathy
2. Developing deep connections with the people you serve
allows you to identify opportunities more quickly than
competitors
3. Empathy prevents situations that lead to sympathy or
customer pity

How to Build Empathy
at your Organization

How to Build Empathy at your Organization
1. Start small and build momentum.
2. Humanize your customer with names and stories.
3. EVERYONE is an active participant.

Activities for
Empathy Building

Activities for Building Empathy
Empathy Maps
Personas
Online User Testing
User Comics
Shadowing & Out of Ego Experiences
Customer Experience Ecosystem
Most Agile
Deepest
Connection

Empathy Map
Image from Sunni Brown

Persona

Online User Testing
You’re going to discover 80% of your
problems by testing 5 users.
• Have a specific goal in mind, “We
want to know ______”
• Pre-Qualify Testers
• Consider using both broad tasks and
specific tasks in your tests.
• Clear, concise instructions.
• Beware of leading questions and
bias.
• Run private tests.
• Test audience segments or
demographics separately.
Image from Norman Nielsen Group

Online User Testing - Verify App
Image from Verify App

Online User Testing - Usertesting.com

User Comics
Image from http://www.usercomics.com/

Shadowing

Out of Ego Experiences
Image found through online search on Unemployment Line

Customer Experience Ecosystem
UX CONTENT SEO SOCIAL PAID
MEDIA
ANALYTIC
S

Sustaining
Customer Empathy
at your Organization

Sustaining Customer Empathy
• EVERYONE is an active participant.
• Progressive discovery.
• Empathy every 6 weeks.
• Be the champion for the end customer.
• Empathetic culture has to come from the top.
• Create artifacts & tell stories, over and over
and over again.

Everyone Gets it,
What’s Next?

anna.hrach@ethology.com| @annabananahrach | #growthhackme
2.
Keys to
Content Marketing Success
Creating – Content that resonates with your target
audience

Let’s Talk Content
Content can be amazingly powerful
for both brands & customers…

Let’s Talk Content
Content can be amazingly powerful
for both brands & customers… but
only if done the right way.

Consumers. The big idea. ethology

86% Currently Using Content Marketing

Yet, Only 38% Believe Efforts are Effective

While only 35% Have Documented Strategy

And 55% Plan to Increase Spending

Reality Check: Content Costs a Lot
Time – Finite resource: hours, days, weeks, months
Money – Salaries, software/CMS investments
Resources – Physical, digital
People – Someone has to create it all

Key to Content Marketing Success #1:
Create a Solid Foundation

Fix what’s broken
Key to Content Marketing #1:
Create a Solid Foundation
http://www.flickr.com/photos/schmilblick/252772357/

Get rid of whaFitx y wouh adto’sn b’tr noekeedn
http://www.flickr.com/photos/jdhancock/

Organize!
http://www.flickr.com/photos/rubbermaid/7203340384/

Always Start with Strategy

Content Marketing is Not the “New SEO”

Start with Strategy, Not Tactics
Content Strategy
• Overarching strategy
• Supports holistic experiences
• Useful, usable content
• Connect with experiences
• Business goals vs. user needs
• Defines & oversees all content
development processes
• Focused on processes
vs. Content Marketing
• Channel-specific tactics
• Attract customers through content
• Branded content
• Connect without selling
• Owned vs. paid
• Defines & oversees publishing efforts
& creation needs
• Focused on execution

Balance Business Goals & User Needs

The Three Content Marketing Players
BRAND
What are the business
objectives?
ROBOTS VISITORS
What does topical
demand look like?
What do our audiences
need & want?

Too search-focused =
Not the most qualified traffic
Sounds like a brochure
Ignores user questions
Not findable
Weak user experience
Content doesn’t nurture
Consumers. The big idea. ethology
#HelpNotHype http://www.flickr.com/photos/gi/3232485/sizes/o/

Too brand-focused =
Sounds like a brochure
Doesn’t meet user needs
#HelpNotHype http://www.flickr.com/photos/34639903@N03/3439647651/

Too user-focused =
No benefit for brand
Still doesn’t answer questions
#HelpNotHype http://www.flickr.com/photos/icathing/7353057/

Find Your Inner Storyteller

How Voice & Tone Affect the Stories We Tell
Embrace your brand’s voice, understand how it
speaks to customers, and think about what kind of
stories it would tell.
VOICE TONE
● Brand’s personality
● Writing style
● Consistent & reliable
● Brand’s mood
● Part of voice
● Changes with context

Voice, Tone & Stories: AppointmentPlus
AppointmentPlus
Entertaining
Straightforward
Approachable

Voice, Tone & Stories: Starbucks
Starbucks
- Human
- Heartfelt
- Imaginative

Voice, Tone & Stories: Nike
Nike
- Empowering
- Driven
- Passionate

Get Real.

Know What Your Competition is Doing

Focus on Quality, Never Quantity

Utilize a Checklist for Success

jerrod.bailey@tallwave.com | @jerrodbailey | #growthhackme
3.
Beyond Social Selling:
Growthhacker Methods for Filling
Sales Funnels
Initiating – The relationship

GROWTH HACKER PROSPECTING STEPS
empathy selling
1. Find Your Customer [by getting to know her]
2. Reach Out [with messaging that speaks to her]
3. Sell [by asking questions about her]

STEP 1: Find Your Customer
Building a Super-list

WHO IS YOUR BUYER?
Titles?
VP of Human Resources, CFO
Industries?
Manufacturing, Supply Chain & Logistics
Geography?
Western US
Company Size?
Less than 500 employees
Image: http://www.omnicircuitboards.com/blog/bid/239449/Having-Too-Much-Fun-Working-in-Printed-Circuit-Board-Manufacturing

BOOLEAN EXPRESSIONS
(“peanut butter” AND jelly) OR “PB&J” OR “PB and J”
AND Sandwich -apparel
http://foodspin.deadspin.com/peanut-butter-sandwich-pairings-ranked-1142578368

LINKEDIN ADVANCED SEARCH
Boolean!!

(VP AND HR)
6,972
results

(VP AND HR) OR CFO
124,291
results

((VP OR Vice) AND HR) OR CFO
124,368
results

((VP OR Vice) AND (human OR HR)) OR CFO
146,391
results

((VP OR Vice OR Dir OR Manager OR Mgr) AND (HR OR
human)) OR CFO
371,778
results

STEP 2: REACH OUT
Image: http://wanelo.com/p/1670089/thinking-of-you-card-in-a-non-creepy-way-light-blue-robins-egg-blue-white-single-card

TRADITIONAL INBOXES
1-3%
Open Rate
1-30%
Open Rate

ALTERNATIVE INBOXES
80-90%
Open Rate

300 CHARACTERS. MAKE ‘EM COUNT!

WHAT IS VALUABLE TO THEM?
•Need advice approach
•Building community approach
•Looking for a contact approach
•Launching new tool approach
•Announcing big event approach

OPTIMIZING YOUR PROFILE FOR CONVERSION

1. Tagline

1. Tagline
2. Picture

1. Tagline
2. Picture
3. Background

1. Tagline
2. Picture
3. Background
4. Keywords

1. Tagline
2. Picture
3. Background
4. Keywords
5. Skills

How Many Prospects Can a Full-time Person
“Touch” in One Month Using this Method?

How Many Prospects Can a Full-time Person
“Touch” in One Month Using this Method?
Answer:
~2,000

Who Has That Kind of Time?

Who Has That Kind of Time?
Answer:
These guys!
Image: http://outsourced.ph/

Navigating the
First Date
Building a Solution
Development Prompter
Image: http://www.oliverhustle.com/page/2/

Comes from Customer-
Centric Selling by Michael Bosworth,
2010
(www.customercentric.com)

Turns You
From This...
Image: http://stilltraining.com/sundayblog/

Into This.
Image: http://blog.healthjobsnationwide.com/different-types-of-therapy-jobs/

Or this.
Image: https://hashtalk.org/topic/14313/if-you-sell-your-prime-hashlets

Offer Value (in the
form of a question)
Listen
Listen
2
3
4
Lots of Discovery
Questions 1
Image: http://www.amazon.com/Plastic-Treasure-Party-Accessory-count/dp/B000R4OGZE

STRUCTURE OF A SOLUTION DEVELOPMENT
PROMPTER (SDP)
BENEFIT
NAME
DISCOVERY/PROBING QUESTIONS VALUE OFFERING
XYZ
BENEFIT
How you do [this] today?
Who is responsible for [this]?
What do you like or not like about how you're
doing [this]?
What happens if it goes wrong?
Do you spend time or money to solve this
problem?
If … User…
Could Do this action…
And Achieve this outcome…
Would
that be
Useful? Helpful? Valuable? (Why?
How much so?)
XYZ
BENEFIT
How you do [this] today?
Who is responsible for [this]?
What do you like or not like about how you're
doing [this]?
What happens if it goes wrong?
Do you spend time or money to solve this
problem?
If … User…
Could Do this action…
And Achieve this outcome…
Would
that be
Useful? Helpful? Valuable? (Why?
How much so?)

THE CLOSE
“So, I just heard from you that you [summarize
pain], and that you’d be interested if we could
[list items of ‘reach’]. How about we schedule
a meeting to walk you through how we would
do those things. You can then decide if you are
interested in talking further. Would you like to
take that next step?”

What Is the Single Biggest Factor for Success?

What Is the Single Biggest Factor for Success?
Answer:
Empathy!

THANK YOU

Hacking the Customer Experience

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